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Digital News & Analysis

From Data Driven Marketing to Collaborative Marketing

2014-27-June-Push.jpgAlthough there are many chronological views of the history of marketing, there are really only three core conceptual views of marketing that have been dominant in our lifetimes: Push, Pull and Collaborative.

In the beginning, there was push marketing. Historically, almost all of us have been taught a push method of marketing. We provided a value proposition, pitch or sample in one of a limited set of channels for consumption.

Marketing was mainly differentiated by the creative quality or educational value of the marketing approach, but it was notoriously difficult to calculate the value of marketing efforts. In effect, it was a Mad Men shotgun approach: shoot a bunch of pellets vaguely in the direction of a target and hope that your creative efforts hit a target.

This Week: DAM's Link to Game of Thrones + SharePoint Shocker

DAM's Game of Thrones Connection
Managing your images, videos and rich media has much in common with the TV fantasy drama. 

Boost Identity with Social
Can brands target and personalize customer messaging through social identity?

Enterprise Mobility Showdown
Organizations recognize they need to integrate mobile apps with enterprise system and data.

Death of the Intranet?
Not so fast, say officials at Jostle.

SharePoint Shocker
Some SharePoint administrators have shocking disaster recovery plans.

Recapping MongoDB World
Feel like you missed out? You won't after reading this

The Future of B2B Ecommerce
The Tips You Can't Afford to Miss
Get the Guide

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Google API Gives Developers Easier Access to Gmail #io14

2014-26-June-Google-IO.jpgGoogle is playing with Gmail again. This time it’s not just taking a stick and poking the hornets’ nest called privacy. This time, it’s taking a bat and trying to hit that hornets’ nest out of the park. And it all comes in the name of a new Gmail API.

In principal the API looks like a good thing. In principal, Google wants to make it easier to let internet applications use information in your email, with the user’s permission. The question is how much access to your information will the new API need and how much access will the new API get?

How to Set Social Media Marketing Goals

2014-26-June-Goal.jpgI have a lot of conversations with B2B marketers. And you know what? They’re all struggling to figure out what the right goals are for social media.

I’m not saying they don’t know what they hope to achieve (hint: leads). It’s just that these smart marketers seem unsure of themselves when it comes to setting measurable goals for social media. No wonder there’s still confusion about Social ROI!

So what’s going on?

Niche Web CMS Wants to Help Law Firms Go Digital

A business dive into the Web Content Management System (CMS) world is risky. The market is saturated with platforms.

But Eric Diamond has high hopes for his company's new product. The new Software as a Service (SaaS) marketing solution is designed to help law firms execute their digital strategies — and avoid proprietary content management and marketing platforms with limited flexibility and long, expensive licenses.

"Most, if not all, of the other content management systems in this space are proprietary products," Diamond said.  "So new feature additions and bug fixes are done on the vendor’s schedule. Also proprietary platforms often have expensive licensing fees that tie customers into long term contracts."

Legal Publish is a sister company to Tribeca Digital and Tribeca Cloud, two other companies Diamond heads. 

Branding 101: Keep it Simple, Obvious, Intuitive and Emotional

Connecting with Bill Sobel

Lee Hunt is a brand strategist, trainer and industry thought leader. He's the founder of Lee Hunt LLC, a Woodstock, N.Y.-based consultancy focusing on brand strategy, on-air architecture, competitive analysis and personnel training for television networks and media companies. 

His success in launching and positioning channel brands, in addition to his pioneering work in audience management, have set many of industry standards.

He began his career on the client side in the 1980s, launching and branding Lifetime, VH1 and TNT. In the 1990’s he founded one of TV’s most successful creative services agencies, Lee Hunt Associates. In 1999, he sold LHA to the digital services company, Razorfish. In 2001 he launched the strategic consultancy, Lee Hunt LLC.

What's he know about branding and marketing? Plenty.

Feed the Marketing Automation Machine with Interactive Content

2014-26-June-Hungry-Gator.jpgMarketing automation is a powerful technology. But to extract the most value out of it, you need two things: 1. content that magnetically attracts your audience -- both initially and throughout your nurturing program -- and 2. data that reveals the specific interests and characteristics of each prospect.

Without that, marketing automation is a blender with nothing to blend.

10 Ways to Build Your Email Marketing List

Email isn't what it used to be. A number of marketing experts place less emphases on email marketing campaigns these days, often tilting in favor of social media or content marketing.

But used correctly, email marketing can still be an important tool. What should you know? Here are 10 tips from Austin, Texas-based Study Breaks College Media. The company markets primarily to college students in Alabama, Georgia, Texas and South Carolina through print, digital and social media.

Signs Along the Road to Digital Marketing

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Marketing is fast becoming digital.  But the market targeting now done with computers has been around at some level for a while now, and there may be some lessons for us in it.

In times past, you targeted your marketing and sales by placing your name (ads, posters, Burma Shave road signs … whatever) where you thought your prospective customers might show up -- fishing ads in the sports section, theater listings in the entertainment section, luxury car ads in coffee table magazines, and so on.

Sounds crude but it worked if you were careful, and it saved money by allowing you to place -- and pay for -- your message only where it was more likely to be effective.

More on Millennials: Speak the Right Language

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Ever feel like something gets lost in translation whenever you market to millennials? There's a good chance you're right.

A new study of 1,800 millennials (ages 18-36) found 32 percent of those in English-speaking countries prefer a language other than English. And 46 percent said they're more likely to make a purchase if the information is presented in their chosen language.

The study, released Monday by SDL, is the fourth report of the “Five Truths for Future Marketers” series is titled “There is Only One Language”, and features results from SDL’s global survey of more than 1,800 millennials (ages 18-36). We shared another report from the series earlier this week. You can read the full study here.

Leverage Your Brand to Win the Talent War

You just found the perfect job applicant. But is she as enthusiastic about working for you as you are to hire her? 

The better the applicant, the more the job interview becomes a two-way assessment. A New York City-based executive search firm is offering some tips on how companies can leverage their brand and industry position to close their side of the deal.

Is AI the Missing Piece of Your Marketing Automation?

Are you still using autoresponse elements in your email marketing? It's time to stop, according to new research from  a provider of artificial intelligence-driven lead interaction management.

While Foster City, California-based AVA.ai (AVA stands for Automated Virtual Assistant) agrees autoresponders are good for select chores, such as letting buyers know their e-commerce order has been received, they are past due for retirement for more personalized responses. Not exactly surprising, since AVA.ai has just released a cloud-based, lead-interaction management software solution that utilizes artificial intelligence (AI).

Tradeoff Between Control and Simplicity

At the crux of many management decisions today is the tradeoff between control and simplicity.

Discussion Point: Can Social Media Improve Customer Relationships?

discussion-point

Life has become increasingly complex for modern marketers. In the not so distant past, all anyone expected them to do was identify, acquire and retain customers.

Now they're expected to build long-term relationships with them — and as anyone who has ever had a partner or a spouse can tell you, that takes a lot of work.

In his most recent book, "What's the Future of Business: Changing the Way Businesses Create Experiences (WTF)," Brian Solis explores the challenges of building customer relationships as well as options to improve them.

Solis, a principal analyst with the Altimeter Group, suggests marketers can improve customer relationships through the use of social identity, which he defines as the information about an individual available in social media, including profile data as well as ongoing social activity. As he explains:

Marketers are spending more on technology every year -- especially technology that can engage customers in personal ways at scale, like marketing automation, email service providers, retargeting and dynamic web content. Social Identity improves value of these tools by improving targeting capabilities."

We shared his hypothesis with five senior marketers to see whether they agreed that brands can target and personalize customer messaging through social identity. 

The Question

How does the contextual insight available in social media provide an opportunity to better know and engage audiences with personalized content and experiences across channels?

World Cup Website Hacked: Is Yours Vulnerable, Too?

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Hacktivists have delivered on their promise to take down Brazil’s official World Cup website, effectively disrupting this year’s competition and adding significant weight to their ongoing global threats to use of computers and computer networks to promote political ends,

This is no surprise, according to Incapsula, a cloud-based website security and performance service. Last week, Incapsula Co-founder and Chief Business Officer Marc Gaffan warned the FIFA site was at risk in the wake of two other incidents.

On June 11, feedly announced it was under attack by a distributed denial-of-service (DDoS) attack refusing to pay the ransom demanded. At the same time, Evernote announced it too had been struck by a DDoS attack.

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